What is a creative brief and how do you include emotions?

A good creative brief clearly defines expectations and minimizes misunderstandings, resulting in greater efficiency and better use of resources. By providing a solid foundation, it also enables creative agencies to focus on the quality of the work, without getting lost in the technical details or unclear expectations.

 Here are the main elements usually found in a creative brief:

1. Brand and campaign context: A succinct but comprehensive presentation of the brand, its history, its market position and the reasons why this campaign is necessary.
2.  Campaign objectives: Clear, quantifiable objectives, such as increasing sales, improving brand awareness, or changing public perception.
3. Target audience: A detailed description of the target audience, including demographic, psychographic and behavioral information. Understanding the audience allows us to create messages that resonate with them.
4. Key messages: The main points to be communicated by the campaign. They must be clear, concise and aligned with the campaign objectives.
5. Tone and style: The tone and style of the campaign must be defined to ensure that the communication is consistent with the brand and appealing to the target audience.
6. Time and budget: Precise information on time constraints and available financial resources.

Including emotions in a creative brief

Emotions play a key role in how consumers perceive and interact with a brand. A campaign that touches the emotions can create lasting memories, strengthen brand loyalty and inspire action. Here’s how to effectively integrate emotions into a creative brief:

Identify the emotions to be evoked: Determine what emotions you want your campaign to evoke. This can vary depending on the product, target audience and campaign objectives. For example, a campaign for a luxury product might aim to evoke feelings of desire and exclusivity.

Integrate emotions into key messages: Make sure the campaign’s main messages are designed to evoke the emotions identified. Use words and images that trigger these feelings in the audience.

Use storytelling: Stories are a powerful way of evoking emotions. Incorporate personal stories or anecdotes that resonate with the audience and reinforce the campaign message.

Select the correct channels: Choose communication channels that allow emotions to be expressed effectively. For example, videos are particularly useful for conveying feelings through audio and visuals.

Measure the emotional impact: Use metrics to assess whether the campaign is succeeding in provoking the desired emotions. Surveys, A/B tests and social network analyses can provide useful insights.